Service quality and customer satisfaction of Sri Lanka telecom ltd in jaffna district

Customer satisfaction has become one of the key issues for companies in their efforts to improve quality in the competitive marketplace. It can be seen as either goal of or a measurement tool in the development of telecommunication quality. Customer satisfaction is considered to affect customer retention and, therefore, profitability and competitiveness (Anderson and Sullivan 1993). According to Jones and Sasser (1995), complete customer satisfaction is the key to securing customer loyalty and generating superior long-term financial performance. It is also apparent that high customer satisfaction leads to the strengthening of the relationship between a customer and a company, and this deep sense of collaboration has been found to be profit table (e.g. Storbacka et al. 1994).A framework is developed to evaluate the dynamics of customer satisfaction and quality.The Sri Lanka Telecom Ltd is one of the most important organizations, by which the dynamic environment is exploring all over the world. The Telecom Ltd’s services meet the customer’s expectations then the customers will be satisfied with the services of Telecom Ltd. The Telecom Ltd should computerize all its activities in order to quick and accurate services to customers. As far as the Jaffna district is concerned number of competitors to Telecom Ltd, such as Dialog and Airtel. So this firm provides better services to customers. The study was carried out on customers with 50 respondents from Telecom Ltd in Jaffna. Stratified random sampling method was used to select respondents from this organization. This study attempts to identify the determinant of customer satisfaction of the Telecom Ltd in Jaffna. The findings indicate the service quality is more important in determining satisfaction.

The finding of the study is there is positive relationship between the service quality and customer satisfaction. The relationship between service quality variables and customer satisfaction were identified. The opinions of top level officers of the service sector regarding the important determinants of satisfaction are found to be somewhat different to the findings of the consumer survey. Based on the findings valuable suggestions were provided to the management of service sector to achieve customer satisfaction.